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Morten Rask

Strategies of International Marketing on the Web used by Danish Companies

Research output: Contribution to book/anthology/report/proceedingArticle in proceedingsResearch

  • Department of Management
This paper identifies three Web interaction types within international marketing with varying degrees of intensity in the interaction between Web site owner and customer. The learning process concerns the handling of the increase in the interaction intensity. The following priority of the interaction types is given by the Danish companies, 1) Brochure, 2) Manual and 3) Shop. This paper will show that this priority corresponds to the intensity level of the interactions and thus also to the demands made on the internal organization of the company. These demands are discussed in terms of automation, formalization, integration and evaluation.
Original languageEnglish
Title of host publicationCOTIM99 Proceedings
Publication year1999
Publication statusPublished - 1999
EventConference on Telecommunication and Information Markets 1999 - Providence, Rhode Island, United States
Duration: 26 Sep 199929 Sep 1999


ConferenceConference on Telecommunication and Information Markets 1999
LandUnited States
ByProvidence, Rhode Island

    Research areas

  • International marketing; Internet; Web; Danish Companies

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